We're having a bit of an argument here at work right now. Basically we're launching a new product and me and a couple of the younger guys want to launch an off-topic viral marketing campaign, something perhaps a little shocking, but the older guy in our department doesn't like the idea and prefers more traditional methods. We've been citing the Cadbury's Dairy Milk campaign of the gorilla playing the drums to a Phil Collins song as a precedent for a highly successful off-topic (and off the wall!) campaign. The question is this: do you think off-topic campaigns can relate badly to your company image?
Well the Cadbury's campaign has been a huge success for them. It all depends on the product, and who you are marketing it to - male/female age group etc.. I think most advertisers have to think "outside of the box" these days.
What you are proposing does not make sense. It will not make sense to the viewers. Crazy advertising does work, but a gorilla playing the drums to a Phil Collins song??? That is TOO far out there. This will not make people want to go out and buy. The older guy in your department is right. But, hey, find out for yourselves. Go out and ask people what THEY think. There will be your answer.
I believe an off topic campaign is good if you do it correctly and if you don't spend too much money on the off topic campaign any publicity is good publicity.
It's more about getting the name out there and building up a serious amount of backlinks rather than making people want to buy our product. It's a very niche produce but we need to let as many people as possible know it's there. Thankfully we have good resources: a film studio and editing suite at our disposal so hopefully it won't cost much at all.
Well, it depends upon your product. May i know what's your product is or at least your niche and what kind of audience you want to target..
Basically we're selling work from home travel agency franchises. It's perhaps the best product on the market at the moment, though it's definitely the most expensive. As for our audience, we've got a few groups we're targeting: Work at home moms Generation Y entrepreneurs Travel Fanatics Anyone looking for a second income Quite a varied bunch as you can see. This is why we're thinking a good viral campaign, and something funny and off topic would be good to get out there via Facebook and YouTube, and could really appeal to groups 2 & 3.
Usually, an off-topic viral campaign works better if the brand is already well-known. It gives them a youth bath as they want to rejuvenate their image. The only target that seems to match a crazy idea would be the travel fanatics as the rest of your targets are quite conservative in nature.
Very good points! I'm starting to lean towards a more conservative and on topic viral campaign now... thanks.